Beauty News

ETUDE HOUSE Celebrates the Opening of the World's Largest Flagship Store At Wisma Atria!


No. 1 K-Beauty make-up brand, ETUDE HOUSE, celebrated the launch of its LARGEST flagship store in the world at Wisma Atria, B1-20/21/22, with an exclusive media and bloggers preview held in the morning and evening respectively on Thursday, 16 October 2014.

Spanning 2,300 sqft, the new flagship store is inspired by the motif of a Princess Palace - a grander version compared to other ETUDE HOUSE stores which are based on the concept of Princess House - to accentuate the fairytale elements, reinforcing its sweet princess and feminine positioning.

The store was segmented with dedicated makeup and beauty zones which made shopping and browsing a breeze. It will also be first store to roll out any new launches and the only boutique to carry the full range of ETUDE HOUSE products.

The flagship store showcase many interesting features, including a life size Pumpkin Carriage, a D-I-Y photo booth, six capsule machines to redeem charms and bracelets, and ETUDE HOUSE's first-ever makeover studio in Singapore.

Singapore's beauty elite, which included key beauty editors and writers, prominent makeup artistes and beauty bloggers turned up in
full force with great anticipation and excitement to see the new flagship store and the products.

During the preview, guests enjoyed a princess-themed canapé spread that included pretty macaroons and cupcakes; and had a chance to pick up some makeup tips from the famed Youtube star and make-up designer from Korea, Ms Pony (Park Hye Min), as she demonstrated a makeover on a model using the latest ETUDE HOUSE range of products, such as the new Lavender Magic Any Cushion and Play 101 Pencils, amongst others.

In the evening, the Princess Palace welcomed six suave male models, who were specially flown in from Korea as event ambassadors or ETUDE HOUSE “Princes”. Guests were filled with delight at this sight and took turns to take pictures with them at the Pumpkin Carriage.

Another highlight of the preview night was the special appearance of ETUDE HOUSE “Prince Charming”, actor Xu Bin, who was handsomely decked in pink and white. He serenaded guests with a song on his guitar, leaving them melting and swooning over him.

Some lucky guests won themselves the opportunity to have a Polaroid picture taken with him at the Pumpkin Carriage!

It was definitely a night that the many Princesses at the event had hoped that the clock did not strike 12 and had to end the night of shopping.